Marketing to Event Planners | San Francisco Bay Area

Several months ago, just as the 2012 wedding season was coming to its end, I sent out this promotional piece to event planners in the bay area. At this point, I had photographed roughly thirty weddings, but mainly as a second shooter. So, none of the planners in my area knew of me, and I figured if was time to introduce myself. I found a great article by Caroline Joy, 3 Ways to Shake up Your Marketing Today, and followed her every word. Here are the steps I followed:

Step 1:  Researched local wedding planners. Based on the information that I found mainly via the internet, made a SHORT list of women whose style and personality resonated with my brand. Created an excel sheet of each business's contact information. Used this document to track response of mailing.

Step 2: Made a decision on the impression I aimed to make. I wanted to come across as warm, professional, considerate, and organized. Of course, I also wanted to convey my brand. The three words I would use to describe my style are timeless, elegant and graceful.

Step 3: Made printed cards of several of my favorite images and created a questionnaire card that the planners could easily fill out and return in the self-addressed and stamped envelope. This was the key to the success of the promo piece. I simply asked if she would be willing to meet for coffee, lunch or a quick office visit, which month worked best October, November or December, and how she preferred to be contacted by email or phone.

Step 4: Mailed the packages during down season. And patiently waited!

Step 5: As returned post cards arrived, sent a follow-up email thanking the planner. Based on her feedback, marked my excel sheet, and made plans accordingly.

It took just a week to feel the immediate impact of the promo. I actually received an 80% response rate! That is a powerful number especially considering the limited amount of promos that were mailed. Here are the results of my efforts:

- Invited to several industry events.
- Collaborated on two styled shoots with two different planners.
- Published in Utterly Engaged.
- Booked three weddings to date.
- Established several industry relationships with other vendors introduced to me by the planners.
- Continue to receive referrals through these planners and contacts made through them.
- Major bonus: met some extraordinary women who I truly admire and respect.

The two things I like most about this approach are fairly basic. First, I spent less than $200, a small investment on the return I received. Second, the promo made it easy on the planners to respond because of the self-addressed and stamped questionairre. Not to mention, they received something pretty in the mail and reusable since the promo arrived in a photo box stuffed with excelsior.

I hope this has been helpful and encouraging to those new to the industry or perhaps if you've moved to a new area. My words of advice: Be thoughtful. Be you.

xo